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Videos are a huge part of marketing.
As attention spans dwindle, people don’t have the patience to read big blocks of text. Instead of reading lengthy articles, many people prefer watching videos.
Check out these findings from The State of Video Marketing 2020 report:
- 66% of people said they preferred to learn about a product or service through short videos.
- 84% of people said that they were convinced to buy a service or product after watching a branded video.
It’s the right time to dive into video marketing.
Pro Tip: Create explainer videos.
According to the previously cited study, they are the most commonly-created videos. Furthermore, 96% of consumers said they had watched an explainer video to learn more about a product or service.
But, what exactly are explainer videos?
Let’s find out…
What Are Explainer Videos?
Think of an explainer video as an introduction to a new company or brand. Using an explainer video, a company can explain the details of a specific product or service.
In addition to this, businesses can use explainer videos to communicate how they can help solve their audience’s pain points. Through explainer videos, organizations can also communicate their business values, mission, and goals.
Explainer videos can also be used for training, recruitment, internal communication, or for marketing purposes.
Typically, the main intent of an explainer video is to inform or to explain. You can also use explainer videos to spread awareness about a particular cause. Not only do great explainer videos engage the audience but they also simplify the chosen topic or theme.
For example, the World Health Organization created multiple explainer videos explaining the origin and symptoms of coronavirus.
You can see a screenshot of the video below:
Image via YouTube
In another explainer video, they focussed on the efforts undertaken by the WHO to combat coronavirus. It’s a creative way of showcasing your endeavors while keeping your audience engaged through visuals.
Why Should You Create Explainer Videos?
Explainer videos are super concise and visually appealing. They enable you to pack a lot of information into a short amount of time.
Still not convinced about the merits of explainer videos?
Hold on, check out all the benefits you can reap from them:
You Can Demonstrate Your Product
Explainer videos provide you with an opportunity to showcase your products first hand. In your videos, you can highlight the benefits of using your products or give your audience a walkthrough of your product.
You Can Showcase Your Brand Values and Personality
Through the tone, visuals, and script of your explainer videos, you can showcase your brand personality. What’s more, you can create videos that reflect your brand values and convey your mission. It’s a great platform to familiarize your audience with your brand.
You Can Illustrate How Your Brand Can Solve Customer Pain Points
In explainer videos, you can demonstrate how your products can solve multiple problems and solve a customer’s needs. It can help you boost your brand awareness as well as conversion rate.
Where Can You Feature Your Explainer Videos?
The best part about explainer videos is that you can feature them on multiple platforms. Plus, you can repurpose them into infographics as well.
Here are a few ways you can use explainer videos:
1. Social Media Channels
Social media is a great place to grab your audience’s attention. Subsequently, that makes it a great platform to feature your explainer videos.
Facebook, LinkedIn, Twitter, Instagram, YouTube, Pinterest — you can publish videos on all social media platforms. Of course, you may have to trim them or repurpose your videos for each platform.
To amplify your reach, you can leverage the targeting and remarketing options on social media platforms. This strategy can help you reach out to people who may be interested in your products.
By answering their questions or introducing them to your brand values via explainer videos, you can move them along the sales funnel.
Pro Tip: Create multiple explainer videos for different buyer personas. That way, you can personalize the script for each video and solve all pain points.
Explainer videos can make it easy for anyone visiting your website to know what your brand is all about. An introductory video can provide them with all the information they need and even work as an elevator pitch.
Ideally, you should place such videos on your homepage. That way, you can ensure that new website visitors don’t miss out on seeing it.
Looking for inspiration?
Check out Facebook marketing platform, MobileMonkey’s homepage. They have featured a short animated video that showcases how marketers can use their platform to generate more leads.
Image via MobileMonkey
On the other hand, you can feature more specific videos about a particular product or service on landing pages. They can add to the content on the landing page. At the same time, they can help you drive more conversions.
Email marketing can help you find more leads. By adding explainer videos to your emails, you can make them more appealing. With this strategy, you can also redirect traffic to your landing page.
All you need to do is to embed your explainer video in the form of a clickable image. Just make sure that when users click on it, they are taken to your landing page.
To make sure you don’t have issues with email deliverability, you should embed a JPG image in your email. If a problem still persists, you can simply embed the link.
Pro Tip: Feature testimonials in your email videos to gain the trust of your target audience. Even if you send a cold email, you can build some credibility.
Till now, we’ve only talked about online mediums that you can feature your explainer videos on. However, you can use them for your offline events as well.
Not sure how?
With explainer videos, you can introduce your brand at speaking engagements, seminars, conferences, trade shows, and other professional events.
Think of it as a prologue.
Explainer videos can set the tone for the rest of the session. Alternatively, you can also feature these videos on side screens at events. You can keep them playing on loop. That way, you can reach out to more people.
In such a case, there is one limitation.
The audio for your explainer videos may not be audible because of the ambient noise at events. Try to convey all the information using infographics and text or add subtitles/captions.
Tips to Create an Awesome Explainer Video
Want to make an awesome explainer video for your business?
Of course you do!
Here are some tips to guide with the video-making process:
1. Use the Right Tools
Before you begin making your video, it’s important to equip yourself with the right tools. It can make a world of difference.
With the help of video maker tools like mysimpleshow, Powtoon, Adobe Spark and others, you can create engaging explainer videos. Even if you are a newbie, these tools make it easy for you to create professional-looking videos quickly.
Want help from experts?
You can simply outsource the work by leveraging explainer video services like simpleshow. They can help you explain the most complex topics in a short, absorbing, and easy-to-understand manner.
Image via simpleshow
2. Write a Short and Concise Script
When it comes to explainer videos, a well-written video script is the key to communicating your message. Keep in mind that the script for all your explainer videos needs to be short. Your goal is to explain a concept in a crisp manner.
Not sure about the length of your script?
Ideally, you need to write content that can fill up 90 seconds or less.
Convey your message with simple vocabulary in a conversational tone. If you use complex words or technical terms, you may not be able to keep your audience engaged.
So, what should you talk about in your video script?
There is a tried-and-tested formula you can use:
- Begin by introducing your product or company.
- Next, discuss a major pain point that your audience faces.
- Follow it up by showcasing how your product or business can solve that problem.
- End the video with a powerful call-to-action.
Pro Tip: Read your script aloud a couple of times after you’ve written it. Switch on the timer to make sure that you can cover all the content in the intended time frame.
3. Highlight the Benefits For Your Target Audience
In your video, don’t list the features of your product. Your audience can check them out on your product or website.
Instead, you need to focus on highlighting your USP. Tell your audience about how your product or service can make their lives easier.
Regardless of the industry you’re in, you’re likely to have many other competitors in the same space.
So, what is it about your product or business that makes you unique?
Why should customers choose you over your competitors?
These are the questions you should address in your explainer videos.
4. Focus on Good Audio
High-quality audio is a prerequisite for making a great explainer video. Make sure you add a professional voiceover to your video.
Additionally, ensure that the voice-over is recorded at a reasonable pace. If the talking is too fast, your audience may miss out on important information.
To set the right tone for your video, you can also add some background music. Just ensure that it doesn’t overpower the voiceover.
Pro Tip: For good audio quality, it’s recommended that you use professional microphones. If you can, record your voiceovers in a soundproof room.
Now you know all the ingredients that go into making an awesome explainer video.
Let’s take a look at some explainer video formats and examples to help you get inspired.
5 Explainer Video Types That You Can Explore + Examples
When it comes to explainer videos, you can get as creative as you want. There are a number of formats you can experiment with.
For instance, to boost your reputation, you can showcase video testimonials from your clients. Alternatively, you can highlight how you helped clients through infographics as well.
Want more inspiration?
Let’s take a look at some of the different types of explainer videos:
1. Infographics Video
These types of explainer videos use animated objects and infographics to communicate their message. Microsoft used an infographic video to educate their audience about how their cloud solution works.
Image via YouTube
2. Cut-Out Animation Videos
As the name suggests, these videos use paper cut-outs in them. Margaret Scrinkl, an animator, made a video to spread awareness about donating blood with this video type.
Image via YouTube
3. Fully Animated Videos
These types of explainer videos leverage animation to connect with the audience. It could include 2D or 3D animation.
Airbnb made an animated explainer video highlighting the unique experiences that their guests can experience with them. In the video, they also explain how guests can familiarize themselves with the hosts and leave reviews.
Image via YouTube
4. Screencast Videos
If you want to give your audience a complete walkthrough, screencast videos are your best bet. It’s as if you are sharing your screen with them. These types of explainer videos are well-suited for software solutions and apps.
The folks at Slack use a screencast video to explain what their software program can do and how their audience can use it.
Image via YouTube
5. Live-Action Videos
Live-action videos are just like the advertisements or videos you see on TV. They involve people and real locations. If you are looking for a human touch, you should opt for live-action videos.
Dollar Shave Club, for example. Have an explainer video which explains their monthly subscription model.
Image via YouTube
Ready to Create Your Own Explainer Video?
Explainer videos can help you reach out to potential customers and make them familiar with your products and services.
Not only are they great for improving your brand awareness, but they can also boost your online visibility. If you get them right, you can expect to get more high-quality leads. Go on, make your own explainer video now!